Methods and systems for creating an advertising database

ABSTRACT

Systems and methods for applications of orthogonal corpus indexing (OCI), such as selecting ad words for purchase and improving visibility of web pages in search engines, are described. In one aspect, the systems and methods described herein employ OCI for creating an advertising database. The described systems and methods process an information database using orthogonal corpus indexing and a seed topic to derive keywords. The described systems and methods query a search engine with a first keyword of the keywords, and process the provided results page to determine content relating to a classification such as an advertiser, an advertisement, an ad word, and an advertising link page. The described systems and methods insert the determined content with respective classification in the advertising database.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation of U.S. patent application Ser. No.13/108,569, filed May 16, 2011, entitled “Orthogonal corpus index for adbuying and search engine optimization” and naming Henry B. Kon andGeorge W. Burch as inventors, which claims priority to U.S. ProvisionalApplication Ser. No. 61/334,774 filed on May 14, 2010, entitled“Orthogonal corpus index for ad buying and search engine optimization”and naming Henry B. Kon and George W. Burch as inventors, and is acontinuation-in-part of U.S. patent application Ser. No. 12/780,305filed May 14, 2010, now U.S. Pat. No. 7,958,153, entitled “Systems andmethods for employing an orthogonal corpus for documenting indexing” andnaming Henry B. Kon and George W. Burch as inventors, which is acontinuation of U.S. patent application Ser. No. 11/707,394 filed Feb.16, 2007, now U.S. Pat. No. 7,720,799, entitled “Systems and methods foremploying an orthogonal corpus for documenting indexing” and namingHenry B. Kon and George W. Burch as inventors, which is a continuationof U.S. patent application Ser. No. 09/548,796 filed Apr. 13, 2000, nowU.S. Pat. No. 7,275,061, entitled “Systems and methods for employing anorthogonal corpus for documenting indexing” and naming Henry B. Kon andGeorge W. Burch as inventors, which claims priority to U.S. ProvisionalApplication Ser. No. 60/129,103 filed Apr. 13, 1999, entitled “Systemsand methods for employing an orthogonal corpus for document indexing”and naming Henry B. Kon and George W. Burch as inventors, the contentsof all of which are hereby incorporated by reference in their entirety.

BACKGROUND

Tens of billions of dollars are spent annually on keyword advertising.Ad words are priced according to their demand by advertisers. Generaland commonly-used ad phrases such as ‘Camera’ cost more than relatedterms such as ‘Lens’ or ‘Pixel’ or ‘Matrix Metering’. These less commonterms may actually be a more effective triangulation into a new orbetter demographic with more or cheaper ad click-through rates. However,it is sometimes difficult to identify relevant related terms, and evenmore difficult to quantitatively assess in advance the costeffectiveness of advertisements based on these terms. The task ofkeyword selection and optimization is not a trivial one and a managedcampaign around automatically derived ad words is a subject of thisdisclosure.

Another subject of this disclosure is the task of choosing content for aweb page in order to improve its visibility in search engines. Visitorsto a web page, and subsequent revenues from such visitors, are oftendetermined by the web page's rank in a search engine. Building web pageswith a higher position (closer to the top of a search result page) issometimes referred to as SEO (Search Engine Optimization). Suchoptimization of a web page may involve editing and/or adding relevantcontent to attract the targeted audience. However, obtaining suchcontent and deciding whether to add the content to the web page is aformidable task, in so much that SEO is an industry in itself. The addedcontent needs to be readily comprehensible as well as relevant tovisitors to the web page. There remains a need for systems and methodsfor determining such relevant content to add to a web page and improveits visibility in search engine results.

SUMMARY

Marketers purchase ad words for virtually any device or serviceimaginable. In one aspect, the systems and methods described hereinemploy orthogonal corpus indexing (OCI) to select ad words for purchase.Advertisers pay search engines for placement of their advertising alongside results in the search results page, when a given word or phraseappears in a user's search query. Such words or phrases are sometimesreferred to as ad words. The systems and methods described herein, interalia, enable automated selection of related and discriminating terms,identifying keywords that increase the ratio of ads clicked-through tomoney spent on keyword buying. This may be accomplished with the aid ofa database processed using OCI. An OCI database provides a broad, deep,topically organized term space for automated and assisted ad wordpurchasing and for connecting users to final target web pages.

In another aspect, the systems and methods described herein relate to amethod for selecting ad words for purchase. The method includesprocessing an information database using OCI and one or more seed topicsto derive candidate ad words. The method further includes receivingestimated upper and lower cost per click (CPC) values for respectivecandidate ad words from, e.g., an ad word traffic estimator such as theGoogle® AdWords® traffic estimator provided by Google, Inc. of MountainView, Calif. A CPC value represent cost for one click on anadvertisement related to an ad word. The method further includescomputing estimated upper and lower marketing break even (MBE) valuesfor the respective candidate ad words based on their CPC values. Theestimated MBE values represent the volume of desired actions, e.g., apurchase, necessary for the advertisement costs to “break even” or havesales revenue equal to advertising costs. The method further includescomputing an average MBE value for respective candidate ad words basedon their respective upper and lower MBE values. The method furtherincludes selecting ad words from the candidate ad words as a function oftheir respective average MBE values.

In some embodiments, the method includes computing a global MBE averageacross all candidate ad words. The method further includes selecting adwords from the candidate ad words that have average MBE values below theglobal MBE value. In some embodiments, the method includes receivingmeasured upper and lower CPC values for a selected ad word based onperformance data for an advertisement deployed based on the selected adword. The method further includes computing a measured average MBE valuefor the selected ad word and recommending discontinuation ofadvertisements based on the ad word if the ad word's measured averageMBE value is higher than a given threshold, e.g., the global average MBEdescribed above. Having an average MBE value higher than the globalaverage MBE may indicate that the ad word may not be effective inreaching the advertiser's target audience.

In yet another aspect, the systems and methods described herein employorthogonal corpus indexing (OCI) to generate an advertiser database,also referred to as a competitive marketing database. By querying searchengines with various advertising keywords, information regardingadvertisements shown in response to the keywords can be built into adatabase. Such a database includes information that can be organized peradvertiser. For example, the database may enable construction of anindex of topically organized keywords per advertiser. Fine-grainedclassification of ad and web content may reveal the topic space in whichadvertisers buy their ad words. The database may be further augmented byprocessing advertisers' web sites and other information such as publicfilings, products description pages, and annual reports, and insertingthis information into the advertiser database. Such an advertisingdatabase may facilitate comprehensive analysis of advertisements andrelated content from competitors, and help an advertiser buy ad wordsand create advertisements that differentiate themselves from competitoradvertisements and are, therefore, more effective and better focused totheir target audience. In some cases, the advertising database may helpan advertiser mimic competitor keywords in order to draw traffic fromcompetitor web pages to their web pages.

In yet another aspect, the systems and methods described herein relateto a method for creating an advertising database. The method includesprocessing an information database using orthogonal corpus indexing anda seed topic to derive keywords. The method further includes querying asearch engine with a first keyword of the keywords, and processing theprovided results page to determine content relating to a classificationsuch as an advertiser, an advertisement, an ad word, and an advertisinglink page. The method further includes inserting the determined contentwith respective classification in the advertising database. In someembodiments, the method further includes receiving content related to anadvertiser, such as the advertiser's web page, a public filing, aproduct description, or an annual report. The method includes processingand classifying the received content to insert into the advertisingdatabase.

In yet another aspect, the systems and methods described herein employOCI to generate content for web pages, advertisements, and/or othersuitable Internet documents. The system may generate content for a webpage to improve its page rank in a search engine. Building web pageswith a higher position (closer to the top of a search result page) issometimes referred to as SEO (Search Engine Optimization). OCI may beused to determine content from a content database that when added to aweb page improves the rank of that page in a search engine. In someembodiments, the system may generate content to form a new web page.Similarly, OCI may be used to determine content for an advertisement toimprove its ad rank in a search engine. Analogous to page rank, ad rankdetermines the relative position of an advertisement in advertisinglistings displayed by a search engine. In some embodiments, the systemmay generate content to form a new advertisement. In some embodiments,OCI may be used to generate keywords to query a search engine forrelated web pages. The system may extract content from web pages foundin response to the search query and add the content to a web page or anadvertisement. In some embodiments, the keywords may be provided to anatural language text generator that can synthesize new text to add tothe web page or advertisement.

In yet another aspect, the systems and methods described herein relateto a method for improving the ranking in a search engine of a web page.The method includes processing a database using OCI to derive keywordsrelating to content in the database. The method further includesprocessing a web page to determine a first keyword relating to contentin the web page, and selecting content from the database based on thefirst keyword. The method further includes adding the selected contentto the web page to improve search engine page rank of the web page.

In some embodiments, the selected content includes text, audio, animage, a video, and/or a web link. In some embodiments, the web page isdisplayed in response to a user search query in a search engine, and thefirst keyword is determined based on the web page and the user searchquery. In some embodiments, the method further includes generatingcontent based on the first keyword using a natural language textgeneration algorithm, and adding the generated content to the web pageto improve the page rank of the web page. In some embodiments, themethod further includes querying a search engine based on the firstkeyword, and extracting content from web pages provided by the searchengine in response to the query. The content may be added the content tothe web page to improve the page rank of the web page.

In yet another aspect, the systems and methods described herein relateto a method for generating content for an advertisement. The methodincludes processing a database using OCI to derive keywords relating tocontent in the database. The method further includes receiving an adword related to the advertisement and determining a first keywordrelating to the received ad word. The method further includes selectingcontent from the database based on the first keyword, and adding theselected content to the advertisement for display.

In some embodiments, the selected content includes text, audio, animage, a video, and/or a web link. In some embodiments, theadvertisement is displayed in response to a user search query in asearch engine, and the first keyword is determined based on the receivedad word and the user search query. In some embodiments, the methodfurther includes generating content based on the first keyword using anatural language text generation algorithm, and adding the generatedcontent to the advertisement for display. In some embodiments, themethod further includes querying a search engine based on the firstkeyword, and extracting content from web pages provided by the searchengine in response to the query. The content may be added to theadvertisement to improve the ad rank of the advertisement in a searchengine.

In yet another aspect, the systems and methods described herein providesystems for document indexing and scoring of content on a computerdatabase, such as the World Wide Web. The systems generally include anorthogonal corpus that may comprise a collection of blocks of text, andthat may be employed to index and score textual information forapplications in retrieving, classifying, or browsing over a set ofdocuments.

An orthogonal corpus, as the term is employed herein, may be understoodto encompass, without being limited to, any collection of blocks of textthat are outlined or referenced by a table of contents, topic index,chapter heading or other topical indicia where each topic either standsalone or is an identified subpart (subtopic) of another topic, forming atree of topics and their descendant subtopics. Encyclopedias, text andreference books, periodicals, web sites, dictionaries, thesauri, thelibrary of congress, the Dewey decimal system, and glossaries areexamples of, surrogates for, or extenders of orthogonal corpora. A setof topics is understood as orthogonal in the sense that substantiallyevery member topic (e.g., chapter or article) covers a different conceptor substantially different concept than any other topic under the sameancestor topic in the tree. A topic in one practice may be assumed toinclude or not include, its ancestor topics or underlying subtopics.

The orthogonal construction, or decomposition, of a corpus provides foralgorithmic identification of keywords in each topic, which distinguishit from its sibling, cousin, ancestor, or descendent topics. Keywordsmay be employed to numerically score over an underlying pool ofdocuments. Alternatively, if more practical for a given application,such as when working with a large document collection, rather thanindividually score all documents in the collection against the keywords,then a set of search words may be generated to identify a subset ofcandidate documents for scoring.

Parameters employed during the scoring process may relate to theidentification of keywords and their refinement into a set of searchwords, with weightings for associated document or sub-document scoring.The scoring, search term, and keyword methods may employ conventionalinformation retrieval techniques including the use of synonyms,stemming, frequency, proximity, stop words, hyponyms, and synonyms.

For purposes of clarity certain terms will now be described, althoughthe understandings set forth are not to be understood as limiting andare only provided for purposes of achieving clarity by way of providingexamples. The term “word” as employed herein may be understood toencompass a lexical type found in a common or specialty dictionary ofany language. The term “phrase” as employed herein may be understood toencompass any sequence of one or more words. Heretofore for simplicitywe use “Word” to mean “Word or Phrase.” The term “synonym group” shallbe understood to encompass a set of words which may be used asalternates for a given word. Each word in a synonym group has a similaror identical meaning. The term “topic” shall be understood to encompasstextual content typically having a title, having corresponding text,concerning a single topic, or covering a set or tree of relatedsubtopics. The term “subtopic” shall be understood to encompass a blockof text within a Topic. Typically, a subtopic may be identified by itssubtopic header or other outline indicator. In different calculationcontexts, subtopics may or may not be included as part of parent topics.The term “word count” maybe understood as an integer count of the numberof times a word or a word in its synonym group occurs in a given topicor text area, potentially including text in the title and headers andany text elements in that text. The term “word frequency” may beunderstood to encompass the word count in a text area divided by thenumber of words total in that text. A word map is a representation oftextual content within a text area that is more precise than a wordcount. A word map may describe a word's relative location in the text,its linguistic type or contexts of use, its prominence indicators suchas use in a title or highlighting fonts. The term orthogonal corpus maybe understood to encompass a collection of topically organizedinformation referenced by a table of contents and/or index, where eachtopic is clearly identified as a SubTopic of a topic or else standsalone. Nodes in the table of contents tree may represent topics. Theinformation may be understood as orthogonal in the sense that astand-alone topic (e.g., chapter or article) covers a substantiallydifferent concept than any other stand-alone topic, and any subtopicexpresses a substantially different concept from any other subtopicwithin the same parent topic. The term document may be understood toencompass formatted textual content with topic beginnings, endings, andmarked hierarchy. A document may contain one or more topics and mayinclude subtopics. A corpus may include one or more documents. Therelationship between documents and topics is not mandated, though insome embodiments each document to represent one top-level topic alongwith its subtopics. The term “discovered document” may be understood toencompass a document (or a set of documents such as a web site orportion of a web site) which is being scored. Scoring of a discovereddocument may be relative to one or more corpus documents or corpustopics. In one practice, scoring measures the degree of topicalrelevance to the corpus topics. The discovered document will often be amember of a search result set.

More particularly, the systems and methods described herein includemethods for processing a body of reference material to generate adirectory for accessing information from a database. These methods maycomprise processing the body of reference material to identify ahierarchical organization of a plurality of topics. Additionally, theprocesses may include the step of associating with at least one of thetopics a portion of the reference material and processing the assignedportion of reference material to generate a plurality of search keysrepresentative of search strings for selecting information from thedatabase. The process may then apply the search keys to the database toretrieve information from the database and may create an associationbetween the at least one topic and the information retrieved from thedatabase.

In an optional step, the methods described herein may create a graphicalinterface that is representative of the identified hierarchicalorganization of a plurality of topics for allowing a user to accessinformation retrieved from the database and having an association withthe topic. Accordingly, the user may be provided with a graphicalinterface that allows the user to activate, typically by clicking with amouse, a graphical representation of a topic to identify a set of linksto content, such as web pages that are associated with the topicselected by the user.

In one practice, processing the body of reference material includesprocessing a body of reference material that has been selected from thegroup consisting of an encyclopedia, a dictionary, a text book, a novel,a newspaper, or a website. Processing the material may includeidentifying a hierarchical organization of a plurality of substantiallyorthogonal topics. This may include identifying a table of contents forthe body of reference material, identifying an index for the referencematerial, identifying chapter or subchapter headings within thereference table, identifying definition entries within a dictionary, andother similar operations that identify different topics that occurwithin the reference material.

Optionally, when processing a body of reference material, the processmay normalize the identified hierarchical organization of the pluralityof topics.

In one practice when processing the assigned text, the process includesa step of generating a word map that is representative of a statisticalanalysis of the words contained in the assigned text. Generating theword map may include performing a word count process for determiningword frequency of a word within the assigned text and for employing theword frequency for determining the relevance of a word to the associatedtopic. Processing the assigned text for different topics may alsoinclude a step of identifying a set of key words that have an associatedmeasure intra-document orthogonality.

In an optional step, processing the assigned text may includeidentifying a set of synonyms for extending the search keys. Further, asubset of search keys may be selected that have a predetermined measureof correlation to the topic. The search keys may be applied to thedatabase such as through an Internet search engine, to discoverdocuments that are related to the search keys. Optionally, the Internetsearch engine may be a meta-search engine.

Once documents have been discovered from the database that are relatedto the search keys, documents may be further processed to determinetheir relationship to the topics associated with the search keys.

In the methods described herein creating an association between the atleast one topic and the information retrieved from the database mayinclude capturing a location pointer that is associated with theinformation retrieved from the database. Creating that association mayinclude generating a data structure for the topic which allows storinglocation pointers that are associated with information retrieved fromthe database.

In another aspect, the systems and methods described herein includesystems for organizing a collection of documents. Such systems maycomprise an orthogonal corpus of information that is arranged accordingto an index of topics, a keyword generator for generating a set ofkeywords representative of a documents associated with a topic in theindex of topics, a scoring system for processing documents within thecollection of documents to associate with at least a portion of thedocuments a score representative of the document's association to aparticular topic, and a graphical representation for depicting at leasta portion of the index of topics and having respective portions of thegraphical representation linked to documents associated with arespective portion of the index of topics.

In a further embodiment the systems described herein may include systemsfor extending the content of the document. These systems can include aparser for selecting terms within the document to be extended, anorthogonal corpus of information arranged according to an index oftopics, a keyword generator for generating a set of key wordsrepresentative of a documents association with a topic in the index oftopics, and a linking system for processing the documents within acollection of documents, to associate with at least a portion of thedocument, a score representative of the documents association to aparticular topic and for providing the first document with links to thecollection of documents for extending the content of that document.

Accordingly, the systems and methods described herein may leverage theelectronically stored content of the World Wide Web in an intelligentand meaningful way, to provide a database of content organized under anorthogonal and hierarchical index of topics and subtopics.

Other objects of the systems and methods described herein will, in part,be obvious, and, in part, be shown from the following description of thesystems and methods shown herein.

BRIEF DESCRIPTION OF THE DRAWINGS

The foregoing and other objects and advantages of the systems andmethods described herein will be appreciated more fully from thefollowing further description thereof, with reference to theaccompanying drawing wherein;

FIG. 1 depicts a screen shot of a portion of a orthogonal corpus and aset of documents and the scores associated with those documents;

FIGS. 2A through 2B depict a dataflow diagram of one process forprocessing a body of reference material for organizing a collection ofdocuments according to a hierarchical arrangement of topics provided bythe reference material, according to an illustrative embodiment;

FIG. 3 depicts one flow chart diagram of an orthogonal corpus indexingprocess, according to an illustrative embodiment;

FIG. 4 depicts one system for orthogonal corpus indexing, according toan illustrative embodiment;

FIGS. 5-9 depict a further practice organizing content according toindices generated from a plurality of references, according to anillustrative embodiment;

FIG. 10 shows a block diagram for a system that selects ad words forpurchase, according to an illustrative embodiment;

FIG. 11 shows an illustrative output of a keyword traffic estimator,according to an illustrative embodiment;

FIGS. 12A and 12B depict flow diagrams for a method of selecting adwords for purchase, according to an illustrative embodiment;

FIG. 13 depicts a block diagram for a system that creates an advertiserdatabase, according to an illustrative embodiment;

FIG. 14 depicts a flow diagram for a method of creating an advertisingdatabase, according to an illustrative embodiment;

FIG. 15 shows an illustrative embodiment of information gathered forinclusion in an advertising database, according to an illustrativeembodiment;

FIG. 16 depicts a block diagram for a system that generates content toadd to a web page or an advertisement; and

FIG. 17 depicts a flow diagram for a method of generating content forimproving ranking in a search engine of a web page, according to anillustrative embodiment.

DETAILED DESCRIPTION

To provide an overall understanding of the systems and methods describedherein, certain illustrative embodiments will now be described. However,it will be understood by one of ordinary skill in the art that thesystems and methods described herein can be adapted and modified toprovide systems and methods suitable for other applications and thatother additions and modifications can be made to the illustratedembodiments without departing from the scope hereof.

In one aspect, orthogonal corpus indexing (OCI) is employed forselecting ad words for purchase. Advertisers pay search engines forplacement of their advertising along side results in search resultspages provided by the search engines, when a given word or phraseappears in a user's search query. Such words or phrases are sometimesreferred to as ad words. A system employing an OCI database may enableautomated selection of related and discriminating terms, identifyingkeywords that increase the ratio of ads clicked-through to money spenton keyword buying. In addition to selecting positive words that arerelated to the advertiser and invoke their advertisement, an OCIdatabase may also indicate negative ad words—words with negativecorrelation to the concept of interest which can be used to prevent anadvertisement from being shown. For example, if a user enters a searchquery such as “apple fruit”, an advertiser may desire an advertisementfor laptops from Apple Computers® to be prevented from being shown. Insuch a case, the advertiser may buy “apple” as a positive keyword and“fruit” as a negative ad word related to their advertisement. Furtherdetails may be found with reference to FIGS. 10-12B below.

In another aspect, orthogonal corpus indexing (OCI) is employed forgenerating an advertiser database, also sometimes referred to as acompetitive marketing database. By querying search engines with variousadvertising keywords, information regarding advertisements shown inresponse to the keywords can be built into a database. Information insuch a database may be organized per advertiser. For example, thedatabase may enable construction of an index of topically organized adwords used in advertisements for a number of advertisers. Fine-grainedclassification of ad and web content may reveal the topic space in whichadvertisers buy their ad words. The database may be further augmented byprocessing the advertiser's web sites and other information such aspublic filings, products description pages, and annual reports, andinserting this information into the advertiser database. Such anadvertising database may facilitate comprehensive analysis ofadvertisements and related content from competitors, and help anadvertiser buy ad words and create advertisements that differentiatethemselves from competitor advertisements and are, therefore, moreeffective and better focused to their target audience. In some cases,the advertising database may help an advertiser mimic competitorkeywords in order to draw traffic from competitor web pages to their webpages. Further details may be found with reference to FIGS. 13-15 below.

In yet another aspect, orthogonal corpus indexing (OCI) is employed in asystem for generating content for web pages, advertisements, and/orother suitable Internet documents. The system may generate content for aweb page to improve its page rank in a search engine. Building web pageswith a higher position (closer to the top of a search result page) issometimes referred to as SEO (Search Engine Optimization). OCI may beused to determine content from a content database that when added to aweb page improves the rank of that page in a search engine. In someembodiments, the system may generate content to form a new web page.Similarly, OCI may be used to determine content for an advertisement toimprove its ad rank in a search engine. Analogous to page rank, ad rankdetermines the relative position of an advertisement in advertisinglistings displayed by a search engine. In some embodiments, the systemmay generate content to form a new advertisement. In some embodiments,OCI may be used to generate keywords to query a search engine forrelated web pages. The system may extract content from web pages foundin response to the search query and add the content to a web page or anadvertisement. In some embodiments, the keywords may be provided to anatural language text generator that can synthesize new text to add tothe web page or advertisement. Further details may be found withreference to FIGS. 15-17 below.

FIGS. 1-9 and their description below provide background information onsystems and methods for applying orthogonal corpus indexing. Inparticular, the systems and methods described herein provide forindexing and cataloging of content on the Internet, as well as fromother stores of information, by applying a process that employs anorthogonal corpus, or corpora, of information, such as an Encyclopedia.To this end, the processes described herein identify the topicsdiscussed within the corpus. The process also identifies within thecorpus a set of keywords that are relevant to the topics presented inthe corpus. The keywords associated with a topic may be employed toidentify documents stored in another database that are related to thetopic. A graphical representation of the index of topics found in thecorpus may then be generated, with individual topics operating as linksto these related documents. Thus, a user interested in reviewing contentin the corpus related to a certain topic, may also activate a link inthe graphical representation of the index to access other documents thathave been identified as related to the topic of interest to the user.

Turning to FIG. 1, there is depicted a graphical user interface 10 ofthe type created and employed by systems according to an illustrativeembodiment. The graphical user interface 10 represents a topic index 12,a portion of which is shown in this illustration. The topic index 12 maybe a graphical representation of the table of contents of anencyclopedia, or other corpus. A user may employ the graphic interface10 to access information that relates to the different topics listed inthe index 12. Additionally, the depicted index 12 includes topics andsubtopics, including subtopics of the same ancestor topic. For example,in FIG. 1, the topic Human Origins is the ancestor topic for thesubtopics, The Study of Ancient Human and the Distribution of EarlyHominids. A topic, or a subtopic, may be understood to include,optionally, its ancestor topics or underlying subtopics.

The graphical representation of the index 12 may include a hypertextlink, or other linking mechanism, for each topic or subtopic in theindex 12. For example, the user may activate the links, as depicted bythe highlighted topic PHYSICS in FIG. 1, to retrieve a group ofdocuments having content that is associated with the selected topic. Asfurther depicted by FIG. 1, the system 10 may provide a display 20 suchthat for a selected topic or a subtopic, such as the selected topicPhysics, a document 18, or a plurality of documents 18, may be presentedto the user as documents associated with the topic. In the depictedembodiment, a pointer to the document, such as the title and URL 14 maybe presented to the user. Additionally, an associated numerical score16, that represents that document's association to the topic may also bepresented. The development of such scores 16 will be described in moredetail hereinafter. Optionally, all the documents associated with atopic may be displayed in a window 20 of the system 10.

Turning now to FIGS. 2A and 2B, dataflow diagrams are presented thatillustrate one process for creating a graphical interface, such as theinterface 10 of FIG. 1. Specifically, FIGS. 2A and 2B depict a process30 wherein a corpus, such as an existing published book of referencematerial, is processed by an orthogonal corpus indexing (OCI) processthat extracts content signatures and topic indices from the corpus'content. The depicted process employs the content signatures to generatesearch strings for search engines to identify content associated withtopics described in the corpus. The retrieved or discovered documentsmay be examined for content relevance and the relevant documents may beassociated with topics presented in the orthogonal index of the corpus.Optionally, site attributes such as document type, timeliness, sourceand other such attributes may also be identified and employed to selectrelevant websites that may be associated with a topic in the index ofthe orthogonal corpus.

More specifically FIG. 2A depicts that the process 30 operates on acorpus 32 that may be input to the index generator 34. The indexgenerator 34 may generate an index for the corpus 32 and this index maybe provided to the keyword generator 48. The keyword generator 48 mayproduce a set of key words 52 and may be associated with the index 40.The process 30 continues in FIG. 2B which shows the index 40 in thesearch keys 52 being applied to a search engine 54. The search engine 54discovers documents from a database of content, or from a collection ofdatabases of content 58 to thereby create an association between atleast one of the topics of the index 40 and the information retrievedfrom the database 58.

The depicted corpus 32 may be any collection of information and mayinclude, but is not limited to, encyclopedias, text books, dictionaries,thesauruses, atlases, maps, and other reference material. In oneembodiment, the corpus 32 may be a published book that may be turnedinto or stored in an electronic format such as a conventional computerdata file of text information. The corpus 32, preferably in anelectronic format, may be provided to the index generator 34. The indexgenerator 34 may process the corpus 32 to identify a hierarchicalorganization of a plurality of topics that appear within the corpus 32.To this end, the index generator 34 may decompose the corpus 32 tocreate a standard hierarchical topic orientation that is capable ofassigning text content to title, headers, topics, subtopics, or anyother device that may be employed for representing a section of textrelated to a topic, meaning, category, or some other similarabstraction.

U.S. Pat. No. 5,963,203 entitled “Automatic index creation for a wordprocessor” issued to Sotomayor, Bernard, describes methods that may beemployed by the index generator 34. For example, Sotomayor describesmethods that enable scanning one or more documents to automaticallyidentify key topics and phrases in a document's text, as well as methodsto generate an index to those key topics. Similarly, U.S. Pat. No.5,819,258 entitled “Method and apparatus for automatically generatinghierarchical categories from large document collections”, byVaithyanathan, Shivakumar, Travis, Robert, and Prakash, Mayank, furtherdescribes techniques that may be employed by the index generator 34 fordetermining an index for a corpus. Other techniques known in the art mayalso be employed by the index generator 34 without departing from thesystems and methods described herein.

In an alternative practice, the index generator 34 allows an operator toidentify the type of corpus 32 being input into the index generator 34.For example, the index generator 34 may present an interface to theoperator that allows the operator to identify whether the corpus beingpresented comprises and encyclopedia, a dictionary, a textbook, oranother known type of reference document. Additionally, the indexgenerator 34 may allow the operator to identify whether the corpus 32includes a table of contents, an index, chapter heading, or any otherrepresentation of the different topics contained within the corpus. Inthis embodiment, the user may identify, for example, that the corpus 32comprises an encyclopedia and that the encyclopedia includes a table ofcontents that is representative of the index of orthogonal topicsmaintained within the encyclopedia. In this embodiment, the indexgenerator 34 may process the presented corpus 32 to identify the tableof contents for the encyclopedia. This table of contents, in oneembodiment, may be formatted into an HTML document that presents thetable of contents in an organized format that emphasizes the topics,subtopics and other hierarchical structure of the table of contents. Inone process the index generator 34 processes the notation for the tableof contents, such as the topic numbering employed, to identify whichtopics are understood as parent topics and which are understood as maintopics and which are understood as subtopics. In a further optionalembodiment, the index generator 34 may present the generated index withthe orthogonal corpus 40 to the operator to allow the operator to editor amend the generated index for the orthogonal corpus 40.

As shown in FIG. 2A, once the index generator 34 has processed thecorpus 32 the index generator 34 may present the index 40 for the corpus32 to the keyword generator 34. The index 40 may comprise a hierarchicalrepresentation of the orthogonal topics maintained within the corpus 32.This hierarchical representation may include primary topics, such as thedepicted topic 38 and a plurality of subtopics 42 that are associatedwith the primary topic 38.

The keyword generator 48 in one embodiment operates to identify sectionsof text of the corpus 32 to be associated with the different topics andsubtopics of the index 40. Continuing with the above example, in thosepractices where the index 40 is generated from the table of contents forthe corpus 32, the keyword generator 48 may identify those pages thatcontain information associated with a topic presented within the index40. For example, the keyword generator 48 may process the table ofcontent for the corpus 32 to identify a page number associated with atopic, such as the topic 40 and may analyze the page associated withtopic 40 to identify that portion of the page that may be associatedwith the topic 40. In one embodiment, where headings are presentedwithin the corpus 32, the keyword generator 48 may analyze the pageassociated with the topic 40 to identify a heading that isrepresentative of the beginning of the presentation within the corpus 32of information that is associated with topic 40. For example, thekeyword generator 48 may identify a section of text within theassociated page that contains the information associated with topic 40and that is presented in a type font and font size that isrepresentative of a heading. In a subsequent step the keyword generator48 may identify the location of the heading for the subsequent topic 44that indicates the beginning of content related to the new topic. Thekeyword generator 48 may identify the content that is delimited by theheading 40 and 44 and associate that content as content related to thetopic 40.

Once the portion of the corpus 32 that is to be associated with thetopic 40 is identified, the keyword generator 48 may process thisassigned portion of text to generate a plurality of search keys, each ofwhich may be representative of a search string for selecting informationfrom a database.

In one embodiment, the system 10 employs the orthogonal construction ofthe corpus for algorithmic identification of keywords in each topic thatdistinguish that topic from its sibling, cousin, ancestor, or descendenttopics. Accordingly, the systems described herein may create a set ofkeywords for a topic that identifies a document associated with a topicand that are keywords which may act to distinguish documents associatedwith one topic, from documents associated with another topic. Forexample, the system 10 may employ processes that identify keywords thatare associated strongly with a particular topic. Techniques for creatingkeywords will be understood from Deerwester, S., Dumais, S. T.,Landauer, T. K. Furnas, G. W. and Harshman, R. A. (1990), “Indexing bylatent semantic analysis.” Journal of the Society for InformationScience, 41(6), 391-407. Additionally, the system 10 may identify otherkeywords that act to disassociate a document from one or more othertopics. These keywords may be employed by the system 10 to numericallyscore over an underlying pool of documents.

The system 10 may employ scoring methods that may utilize traditionalinformation retrieval techniques including the use of synonyms,stemming, frequency, proximity, stop words, hyponyms, and synonyms. If,as in most large document collections, it is not practical for alldocuments to be individually scored against the keywords, then a subsetof search words is selected to identify candidate documents for scoring.Keyword and search terms are identified based on a numerical method thatapportions words among topics. The goal is for the keywords and searchterms to identify individual blocks of text as found at the nodes of theorthogonal corpus topic hierarchy. In an ideal sense, the keywords wouldbe partitioned across the hierarchical tree nodes, with each wordoccurring in only one corpus topic. In addition to word rarity amongcorpus topics, rarity in the underlying document pool may contribute toa word being identified as a keyword or search term for a given topic.For example, a keyword occurring in only one node and only once on theWeb, would be a top candidate as a keyword and search term.

The keyword generator 48 may present as an output, a set of keywords 52each of which may be associated with a topic or subtopic in the index40. As described above, these keywords may be employed to act todistinguish documents associated with one topic from documentsassociated with another topic. Accordingly, as depicted in FIG. 2B thesearch keys 52 and associated topics on the index 40 may be presented tothe search engine 54 for retrieving information from a database ordatabases of content 58. To this end, the process 30 applies the searchkeys to the database 58 to retrieve information from the database 58. Inone practice as will be described in more detail hereinafter, anoptional step in process 30 is performed wherein the search keys 52 areprocessed to identify a subset of search keys that may be employed forgenerating search queries to one or more search engines, such asInternet search engines, to discover a set of documents 60 which arerelevant to the topic of interest. Each of the resulting documents 60may be examined in a subsequent step to determine the relevance of thecontent contained within the index. The relevance may be scored, asfurther described below, for identifying the relevance of that document,and the score may be employed for ordering the sequence in which contentis listed as being relevant to a particular document.

Once the discovered documents are scored for relevance, the process 30may associate portions 62 of the discovered documents to associatedtopics within the index 38. In a practice wherein the database 58includes links to URL's for websites, the process 30 may create a webdatabase that contains website information such as URL's, types, dates,topics, contents, size and editor notes that are inserted or updated inthe database from time to time. Information about the corpus 32 that hasbeen processed, such as the publisher, the ISBN, and other types ofinformation needed to purchase the book through an online transactionmay also be stored. The search engine may then provide a navigation toolthat comprises the HTML representation of the index 38 wherein topicsand subtopics within the index 38 link to URL's of web contentidentified as being related to the topic or subtopic selected by theuser. Optionally, in certain embodiments, the topics and subtopics mayalso include links to portions of the corpus 32 that are related to thetopic selected by the user. In this way, a user may select a topicpresented by the corpus 32 in view of the information presented by thecorpus 32 and related information stored on the World Wide Web. In otherembodiments, other techniques are employed for semantic processing andfor determining a topic that can be associated with a portion of textwithin the corpus.

The data flow diagram depicted in FIGS. 2A and 2B may be implemented ina data processing process wherein a data processing program processesthe corpus and generates an index that links topics in the corpus toinformation from a data sources, such as the Internet. Turning now toFIG. 3, a flow chart illustration of one such process is depicted.Specifically, FIG. 3 depicts a process 70 for extending a corpus byidentifying topics covered by that corpus and employing informationstored in the corpus and related to the topics to identify informationin a database that is also related to the topic. The process 70 alsogenerates an optional graphical user interface, such as the interfacedepicted in FIG. 1, that includes links for topics listed in the index,and that may be employed by a user to access the information associatedwith the listed topics.

The process 70 begins with the act 72 of identifying a corpus that is tobe extended, such as by selecting a publication that contains referencematerial. In step 74, the process 70 transforms, or casts, the corpusinto a normal form for processing. In one practice, this involvesdecomposing the document format of the corpus into a standard hierarchaltopic orientation with a mechanism for assigning text content to title,headers, topics, and sub-topics. Optionally, stop words, such as thecommon words “and”, “them”, and “within”, are identifies and removedduring normalization.

After normalization, the process 70 proceeds to step 78 wherein thecorpus is processed to identify which portions of the corpus relate towhich topic. In one practice wherein the corpus includes a table ofcontents, the process 70 analyzes the document format of the corpus tolocate within the text headings associated with the different topics.For example, as described in the above cited publication U.S. Pat. No.5,963,203 entitled “Automatic index creation for a word processor”,header information set off by HTML tags may be identified to findindicia of topic entries in the document being processed. However, anytechnique for processing a document to identify the sections of textrelated to a topic may be applied, including other techniques foranalyzing the mark up form language of the document.

Proceeding to step 80, the process 70 analyzes the topics to identify asignature that may be understood as representative of the semantics ofthe topic. In one practice, the process 70 creates a word map per topicand subtopic. To this end the process 70 in step 80 may create a summaryrepresentation of the words in the text based on the number of, locationof, and proximity of words within each topic and sub-topic. Otherfactors may be employed, or substituted for these. Statistics aremaintained on different parts of the document structure such as titles,headings, paragraphs, sentences, and image.

Table I depicts that several topics may be identified within the corpus.For example, Table I depicts that the processed corpus includes thetopics Archaeology, Argentina, Arithmetic, Art, and Astronomy.

TABLE I Topic   Archaeology Argentina Arithmetic Art Astronomy

The process 70 in one practice may then determine for a given topic, theword count for the words that appear within the portion of text, orother content, associated with the respective topic. This is depicted inTable II, that shows an example of the word count, with stop wordsremoved, for words that appear in the portion of the corpus related tothe topic “Astronomy.”

TABLE II Word counts in Topic Astronomy Word Count actual  1 ad  1adopted  1 advances  2 ancient  3 application  2 assigning  1 astronomer 2 astronomers  2 astronomical  5 Astronomy 12 astronomy 11Astrophysicists  1 astrophysics  1

In process 70, after the word count, and other statistics aredetermined, signatures are generated using orthogonalization. Forexample, in one practice, given the word counts or word maps for all ora selected subset of topics simultaneously, the process 70 assigns aweight based on word count to each word within each topic or subtopic.Where using word counts the weight may be defined as the count. Whenusing the word map, the weight of a word in a topic or subtopic may beassigned by an intra-document scoring function. Any suitable techniqueany be employed for performing intra-document scoring. These signaturesmay be edited or cleaned manually to enhance the topical relevance andprecision of the subsequent search and scoring process. Table IIIdepicts an example signature for the topic “Astronomy.”

TABLE III Signature for Topic Astronomy Word Count Astronomy 23 earth  9bodies  5 Astronomical  5 universe  4 celestial  3 circle  3Observational  3 sky  3 Stars  3 Ancient  3 Daily  3 Heavenly  2Astronomers  2 planet  2 relative  2 moved  2 heavens  2

After determining a signature, the process 70 may perform the optionalstep, step 82, of applying synonym Groups. In this optional step, theprocess 70 extends the signatures with synonym groups. To this end,words are replaced by groups of word substitutes having similar oridentical meaning. Table IV depicts such an extension.

TABLE IV Astronomy Signature Post Synonym Reduction Word Count Astronom30 earth  9 bodies  5 universe  4 celestial  3 Circle  3 Observational 3 Sky  3 stars  3 ancient  3 daily  3 Heavenly  2 planet  2 relative  2moved  2 heavens  2

After step 82, the process 70 may proceed to step 84, wherein theprocess reduces the signature to Keyword sets, optionally tailored forthe search. The set of documents to be scored against a topic ispreferably identified and manageable in size. The web for example is alarge a document set to collect up and score against all web documents.Accordingly, in one practice traditional large scale search engines,such a Lycos and Alta Vista, may be used to identify a set of candidaterelevant documents using a keyword set for search. Which subset of theSignature and synonym groups is included in the Keyword set may bedetermined based on a variety of measures including corpus document wordcount of the word and general frequency of the word. An example ispresented in TABLE V.

TABLE V Word Count Astronomy 30 Earth  9 Bodies  5 Universe  4 Celestial 3 Circle  3 Observational  3 Sky  3 Stars  3 Ancient  3 Daily  3

The keyword set may be applied to a search mechanism to pull in multiplediscovered documents based on the keyword set. This may occur in step88. For example, the query Find: Astronomy or Astronomical orAstronomers or earth or bodies or universe or celestial or circle orObservational or sky or stars or ancient or daily; may be generated fromthe keyword set and applied to the search mechanism to discoverdocuments related to the selected topic.

After the step 88, the process 70 may proceed to step 90 for scoring ofthe discovered documents. The many discovered documents returned from asearch function may be assigned individual scores against thecorresponding corpus topics and subtopics. Scoring may be based onmultiple tunable metrics and rules including functions over the wordcount or word map data structures. The score of topical overlap betweentwo documents as a baseline is measured as a dot product of word countsor word frequencies within those documents).

Scoring Example Count Count in in discovered Score Word Astronomydocument Contribution Astronomy 30 2 0.555556 earth  9 1 0.083333 bodies 5 universe  4 5 0.185185 celestial  3 circle  3 2 0.055556Observational  3 sky  3 stars  3 ancient  3 1 0.027778 daily  3 20.055556 Heavenly  2 planet  2 relative  2 moved  2 1 0.018519 heavens 2 1 0.018519

After step 90, the process 70 proceeds to optional step 92, wherein thetopic hierarchy and set of associated documents may be presenteddirectly through an HTML or graphical user interface, such as theinterface depicted in FIG. 1. Alternatively, content may be deliveredthough software API's (application program interfaces) to allowintegration of output content with other content. Content may benavigated by walking the directory tree structure, or by keywordsearching over the directory structure trees, corpus content, ordiscovered document content. Search results may point to topic paths ordiscovered documents.

FIG. 4 depicts one embodiment of the system 100. Specifically FIG. 4depicts a functional block diagram that shows a system 100 that allows asurfer 102 to access a user interface 104 that couples to a databasesystem 108. The database system 108 further couples to an OCI processor112 that accesses a database of corpora 114 and a plurality of searchengines 118. The database system 108 further couples to an applicationprogramming interface access layer 120 and through the API 120 canaccess a portal/search client 122. Additionally, the API 120 may alsocouple to a scoring mechanism 124.

More particularly, FIG. 4 depicts that a user 102 such as an Internetuser may access a user interface 104, that may be similar to the userinterface depicted in FIG. 1. As shown in FIG. 1 the user interface 10may present to the user 102 a list of topics 112. The user 102 mayselect a topic from the index 112. As described with reference to FIG.1, the selection of a link directs the user interface 104 to retrieveinformation from the database system 108. The database system 108processes the users request from user 102 for information related to theselected topic.

The database system 108 may be any suitable database system, includingthe commercially available Microsoft Access database, and can be a localor distributed database system. The design and development of suitabledatabase systems are described in McGovern et al., A Guide To Sybase andSQL Server, Addison-Wesley (1993). The database 108 can be supported byany suitable persistent data memory, such as a hard disk drive, RAIDsystem, tape drive system, floppy diskette, or any other suitablesystem.

As further depicted by FIG. 4 that database system 108 may communicatewith the OCI mechanism 112. The OCI mechanism 112 may be, in oneembodiment, a computer process capable of implementing a process such asprocess 70 depicted in FIG. 3. The OCI mechanism can be realized as asoftware component operating on a conventional data processing systemsuch as a Unix workstation. In that embodiment, the OCI mechanism can beimplemented as a C language computer program, or a computer programwritten in any high level language including C++, Fortran, Java orbasic. Techniques for high level programming are known, and set forthin, for example, Stephen G. Kochan, Programming in C, Hayden Publishing(1983). Accordingly, the OCI mechanism 112 may be employed by a systemadministrator to process corpora stored within the database 114. Asdiscussed with reference to FIG. 3, the processed corpora results in agraphical user interface that may be stored within the databasemechanism 108 and accessed by the user 102 through the topic navigator104. Additionally, the OCI mechanism 112 may generate for the processedcorpora of database 114 a set of links or pointers to content thatcorresponds with different listed topics within the index of theprocessed corpora. The OCI mechanism 112 may also store these associatedlinks within the database system 108.

To this end, the OCI mechanism 112 may couple to one or more searchengines 118 that allow the OCI mechanism 112 to retrieve content from adatabase source. In the depicted embodiment of FIG. 4, the databasesource that search engines 118 access is the World Wide Web 106. In thisembodiment, the user interface 104 also couples to the World Wide Web106 so that links activated by the user that relate to URL's of contentstored on the World Wide Web 106 may be directly accessed by the user102 through the user interface 104 through the connection between theuser interface 104 and the World Wide Web 106. FIG. 4 further depictsthat the database 108 communicated with an API layer 120. As shown inFIG. 4 the API layer sits between the portal search client 122 and thedatabase system 108 and also sits between the scoring mechanism 124 andthe database system 108. Accordingly, a portal search client such as theYahoo site may access the database system 108 through the API layer toprovide users with access to an index linked to content on the WorldWide Web.

Similarly, FIG. 4 depicts the scoring mechanism 124. The scoringmechanism 124 may be a computer process that accesses the databasesystem 108 through the API 120. The scoring mechanism may perform datamining for identifying topics that are to be associated with differentwebsites. In this way, the database system 108 may be employed forcategorizing web sites according to their content. Thus, the system 100depicted in FIG. 4 provides a system for categorizing information storedon the World Wide Web. The system described in FIG. 4 may operate on anysuitable computer hardware, such as PC compatible computer systems, Sunworkstations, or any other suitable hardware. The list of topics and theassociated documents, or links to documents may then be stored in arelational database, or any suitable database with proper indexing forallowing rapid accessing of the data stored therein.

Once the system is operating, the system may be employed to provide aset of tools, such as that may operate as stand alone applications forsingle users, or that may be tools provided as client/server programsover a network. The tools may be provided as a collection of functionsincorporated into an integrated research tool, or may co-exist asindividual functions in a separate application.

Further embodiment, the systems and methods described herein may beemployed for organizing a plurality of corpora into an indexed formatthat may be presented as a graphical user interface for a user to allowa user to access information related to the contents of a plurality ofcorpora. For example, FIGS. 5 through 9 depict the operation of a systemthat processes a plurality of text, such as reference texts.Accordingly, the system may be employed for the automatic creation of atopically organized book catalog, such as a catalog of reference books,with navigation, search, click through to external documents such as webdocuments, with information purchasing interfaces also. For example,FIG. 5 depicts a graphical user interface that presents to a user aplurality of topics each having a set of books within the topic. Forexample, the FIG. 5 depicts a topic reference that includes a set ofencyclopedias and dictionaries within that reference. By activating thereference link, the user may be presented with the user interface shownin FIG. 6. FIG. 6, the individual references presented under thereference topic of FIG. 5 are outlined for the user allowing the user toselect what type of reference the user would like to view.

For example, the user may select from encyclopedias, dictionaries,academic and learned society publications and other such publications.After making a selection FIG. 6, the user may be presented with thedifferent books under each category. The example presented in FIGS. 5through 9 shows that upon activating the link for encyclopedias, theuser is presented with the different encyclopedias that have beenprocessed by the system according to an illustrative embodiment. Uponselecting a link, such as the link for the Encyclopedia Britannica, theuser may be presented with the interface shown in FIG. 8 that lists thedifferent topics covered by the Encyclopedia Britannica. At this level,the process now proceeds as described above, with reference to FIGS. 1through 4 wherein the individual topics maintained within theEncyclopedia Britannica may be employed for accessing contact, such asweb contact particularly associated with the individual topics.

In some embodiments, orthogonal corpus indexing (OCI) is employed forselecting ad words for purchase. Advertisers pay search engines forplacement of their advertising along side results in search resultspages provided by the search engines, when a given word or phraseappears in a user's search query. Such words or phrases are sometimesreferred to as ad words. A system employing an OCI database may enableautomated selection of related and discriminating terms, identifyingkeywords that increase the ratio of ads clicked-through to money spenton keyword buying. In addition to selecting positive words that arerelated to the advertiser and invoke their advertisement, an OCIdatabase may also indicate negative ad words—words with negativecorrelation to the concept of interest which can be used to prevent anadvertisement from being shown. For example, if a user enters a searchquery such as “apple fruit”, an advertiser may desire an advertisementfor laptops from Apple Computers® to be prevented from being shown. Insuch a case, the advertiser may buy “apple” as a positive keyword and“fruit” as a negative ad word related to their advertisement.

FIG. 10 shows block diagram 1000 for a system that selects ad words forpurchase according to an illustrative embodiment. The system includes areference database 1002 (similar to corpus 114 in FIG. 4) incommunication with a processor 1004 (similar to processor 112 in FIG.4). Processor 1004 processes reference database 1002 using orthogonalcorpus indexing (OCI) to derive candidate ad words 1006. Processor 1004performs the OCI process using one or more seed topics 1014. Seed topics1014 may be received from a user of the system, or generated by thesystem itself. For example, the system may determine previously used adwords as seed topics. Processor 1004 queries traffic estimator 1008 forcost per click (CPC) values for each candidate ad word 1006. CPC is thecost paid by an advertiser to search engines for a single click on theiradvertisement on the respective search engine, which directs one visitorto the advertiser's website. Traffic estimator 1008 provides estimatedupper and lower CPC values 1010. An example of a traffic estimator isGoogle® AdWords® traffic estimator provided by Google, Inc. of MountainView, Calif., which is a publicly available, keyword traffic analysistool that helps in gathering data on how much estimated traffic anindividual keyword may bring. The estimates may be based on past historyfor the keywords and other related data. FIG. 11 shows an illustrativeoutput of the Google® AdWords® traffic estimator for ad words 1102 andtheir estimated CPC values 1104.

Processor 1004 receives estimated upper and lower CPC values 1010 fromtraffic estimator 1008 and calculates estimated upper and lowermarketing break-even (MBE) values as well as an average MBE value foreach candidate ad word. An MBE value is calculated as:MBE=CPC/(conversion rate),

-   -   where conversion rate is the ratio of visitors who click on an        advertisement and perform a desired action, e.g., a purchase, to        total visitors who click on the advertisement. For example, if        1000 visitors click on an advertisement for a digital camera,        but only 20 visitors make a purchase of a digital camera from        the web page linked to by the advertisement, the conversion rate        of the advertisement is calculated to be: 20/1000=0.02. In some        embodiments, MBE values are computed based on other metrics such        as clicks per unit time, conversion rate per click, conversion        value, cost per impression, and other suitable metrics. The        estimated MBE values represent the volume of desired actions,        e.g., a purchase, necessary for the advertisement costs to        “break even” or have sales revenue equal to advertising costs.        With regard to MBE values, lower is generally more        cost-effective for the advertiser. The average MBE value is        calculated as:        average MBE=((upper MBE−lower MBE)/2)+lower MBE

Processor 1004 compares the average MBE value for each candidate ad wordto a threshold value to determine which ad words to select for purchase.In some embodiments, the threshold value is a global average MBEcalculated as the average (or mean) of the average MBE values across allcandidate ad words. For example, given two keywords with average MBEvalues of 4.00 and 5.00, the global average MBE value can be calculatedas (4.00+5.00)/2=4.50. Processor 1004 selects ad words having averageMBE value below the threshold value to provide ad words 1012 selectedfor purchase. The threshold value may be input by a user. In someembodiments, the threshold value may be determined by processor 1004 asa function of, e.g., available advertising budget. In some embodiments,the threshold value varies over time and other suitable parameters. Insome embodiments, a range for the threshold value may be received, and avalue chosen from the range based on time and/or other suitableparameters. In some embodiments, processor 1004 receives actual CPCvalues for advertisements deployed using the selected ad words.Processor 1004 may calculate respective MBE values for the selected adwords and recommend removal of previously selected ad words that have anaverage MBE value higher than a threshold value, e.g., the globalaverage MBE. Having an average MBE value higher than global average MBEmay indicate that the ad word may not be effective in reaching theadvertiser's target audience.

Table VI presents an illustrative analysis of candidate ad words andtheir respective CPC and MBE values. Table VI shows candidate ad wordsrelated to an advertiser for digital cameras. For example, the estimatedupper and lower CPC values for “intensity” are $1.12 and $1.40,respectively. These values indicate that cost paid by an advertiser to asearch engine for a single click on their advertisement at the searchengine varies from $1.12 to $1.40. Table VI assumes a conversion rate of0.02, i.e., the ratio of visitors who click on the advertisement andperform a desired action, such as a purchase, to total visitors clickingon the advertisement is 0.02. The estimated upper and lower MBE valuesfor “intensity” are $56.00 (=1.12/0.02) and $70.00 (=1.40/0.02),respectively, and the average MBE value is $63(=((70.00−56.00)/2)+56.00). Given a global MBE average of $80.64(calculated from average MBE values below) as a threshold value, system1000 may recommend ad words “matrix metering”, “weighting”, and“intensity” for purchase. Selecting these ad words may allow for betterexposure of the advertisement to consumers interested in digital camerasand in particular, the advertiser's digital cameras, while doing so atan advertising cost lower than costs for commonly-used terms such as“cameras” and “exposure”.

TABLE VI Estimated Cost Marketing Cost Per Click (CPC) Breakeven (MBE)Keywords Lower Upper Lower Upper Average “matrix metering” $0.51 $0.63 $25.50  $31.50  $28.50 weighting $0.93 $1.27  $46.50  $63.50  $55.00intensity $1.12 $1.40  $56.00  $70.00  $63.00 cameras $1.63 $2.03 $81.50 $101.50  $91.50 finder $1.52 $2.29  $76.00 $114.50  $95.25metering $1.96 $2.45  $98.00 $122.50 $110.25 exposure $2.13 $2.71$106.50 $135.50 $121.00 (conversion rate = 0.02)

FIGS. 12A and 12B depict flow diagrams 1200 and 1250 for a method ofselecting ad words for purchase, according to an illustrativeembodiment. At step 1202, a processor (e.g., processor 1004 in FIG. 10)identifies a reference database for processing using OCI. The referencedatabase may include encyclopedias, text and reference books,periodicals, web sites, and other suitable sources. At step 1204, theprocessor receives one or more seed topics, e.g., “photography”, “matrixmetering”, or any suitable topic relating to advertising for digitalcameras. The seed topics may be provided by a user or generated by thesystem itself. For example, the system may determine previously used adwords as seed topics. At step 1206, the processor derives candidate adwords from the reference database using OCI and related to the seedtopics. At step 1208, the processor queries a traffic estimator (e.g.,Google® AdWords® traffic estimator provided by Google, Inc. of MountainView, Calif. or any other suitable traffic estimator), and receivesestimated upper and lower cost per click (CPC) values for each candidatead word. A traffic estimator may profile web pages, advertisements, andother related Internet documents, and gather related informationincluding number of clicks, ad words, advertisers, and other suitableinformation. The traffic estimator may help determine how much estimatedtraffic an individual keyword may bring. At step 1212, the processorcomputes estimated upper and lower marketing break-even (MBE) values andan average MBE value for each candidate ad word. The estimated MBEvalues represent the volume of desired actions, e.g., a purchase,necessary for the advertisement costs to “break even” or have salesrevenue equal to advertising costs. At step 1214, the processor comparesthe average MBE value for each candidate ad word to a threshold value todetermine which ad words to select for purchase. In some embodiments,the threshold value is a global average MBE calculated as the average ofthe MBE values across all candidate ad words.

Optionally, the processor may receive performance data of advertisementsbased on the selected ad words and may recommend removal of ad wordsthat are not being cost-effective. At step 1216, advertisements relatingto the selected ad words are deployed in an advertising campaign. Forexample, a digital camera advertising campaign may include selected adwords “matrix metering” and “intensity” and show related advertising inresponse to a user having these terms in his search engine queries. Atstep 1218, the processor receives actual CPC values from liveperformance of advertisements relating to the selected ad words. At step1220, the processor computes MBE values for the selected ad words andmay recommend removal of previously selected ad words that have anaverage MBE value higher than a threshold value, e.g., the globalaverage MBE. For example, ad word “intensity” may have an average MBEvalue higher than threshold, indicating that the ad word may not beeffective in reaching the advertiser's target audience of userssearching for digital cameras. The processor may analyze data related toad word “intensity” and recommend removal from the selected ad words.

In some embodiments, orthogonal corpus indexing (OCI) is employed forgenerating an advertiser database, also sometimes referred to as acompetitive marketing database. By querying search engines with variousadvertising keywords, information regarding advertisements shown inresponse to the keywords can be built into a database. Information insuch a database may be organized per advertiser. For example, thedatabase may enable construction of an index of topically organized adwords used in advertisements for a number of advertisers. Fine-grainedclassification of ad and web content may reveal the topic space in whichadvertisers buy their ad words. The database may be further augmented byprocessing the advertiser's web sites and other information such aspublic filings, products description pages, and annual reports, andinserting this information into the advertiser database. Such anadvertising database may facilitate comprehensive analysis ofadvertisements and related content from competitors, and help anadvertiser buy ad words and create advertisements that differentiatethemselves from competitor advertisements and are, therefore, moreeffective and better focused to their target audience.

FIG. 13 depicts block diagram 1300 for a system that creates anadvertiser database according to an illustrative embodiment. The systemincludes a reference database 1302 in communication with a processor1304. Processor 1304 processes reference database 1302 using orthogonalcorpus indexing (OCI) to derive keywords 1306. Processor 1304 performsthe OCI process using one or more seed topics 1316 received from a userof the system, or generated by the system itself Processor 1304 queriesa search engine, e.g., Google.com®, Yahoo.com®, or any suitable searchengine, with keywords 1306 and processes search results 1308 to identifyadvertisements in the search results page. Processor 1304 identifiesinformation related to these advertisements into classifications such asadvertiser, advertisement content, advertising link page, and ad word.For example, an advertisement for a digital camera may be fromAmazon.com®, include content “14 megapixels”, link to an Amazon.comproduct page, and use ad words “camera” and “megapixels”. This processis repeated for every keyword in keywords 1306, and the gatheredinformation is inserted into advertising database 1314. Advertisingdatabase 1314 may be updated at any time by repeating search queriesusing keywords 1306.

FIG. 14 depicts flow diagram 1400 for a method of creating anadvertising database, according to an illustrative embodiment. At step1402, a processor (e.g., processor 1304 in FIG. 13) identifies areference database for processing using OCI. The reference database mayinclude encyclopedias, text and reference books, periodicals, web sites,and other suitable sources. At step 1204, the processor receives one ormore seed topics, e.g., “photography”, “matrix metering”, or any othersuitable topic relating to advertising for digital cameras. The seedtopics may be provided by a user or generated by the system itself. Theprocessor derives keywords from the reference database based on the seedtopics. At step 1406, the processor queries a search engine, e.g.,Google.com®, Yahoo.com®, or any other suitable search engine, with thekeywords derived from the reference database. At step 1408, theprocessor receives search results from the search engine and processesthe search results to identify advertisements in the search resultspage. The processor identifies information related to theseadvertisements into classifications such as advertiser, advertisementcontent, advertising link page, and ad word. For example, anadvertisement for a florist may be from FTD.com®, include content “dozenroses”, link to an FTD.com product page, and use ad words “valentine's”and “gift”. At step 1410, the processor inserts the gathered informationinto an advertising database. If the advertising database does not yetexist, the processor may create the database based on the gatheredinformation.

Optionally, the processor may periodically repeat queries to the searchengine based on the keywords and update the advertising database withthe latest information. At step 1412, the processor queries the same oranother search engine with the keywords or a subset of the keywordsderived from the reference database. In some embodiments, the processormay be provided with new keywords to include in its queries to thesearch engine. At step 1414, the processor receives search results fromthe search engine and identifies information related to advertisementsin the search results page into classifications such as advertiser,advertisement content, advertising link page, and ad word. At step 1416,the processor updates the advertising database with the gatheredinformation. At step 1418, the processor checks to see whether to repeatany of the queries and update the advertising database. If so, theprocessor proceeds to step 1412 and repeats the process of querying thesearch engine and updating the database. In some embodiments, newkeywords may be added to the search queries or keywords may be removedfrom the search queries. In some embodiments, the advertising databasemay be updated periodically, e.g., every hour, every day, or any othersuitable interval of time.

FIG. 15 shows an illustrative embodiment of information gathered for theadvertising database using the system described with reference to FIGS.13 and 14. The illustrative embodiment includes topic ID 1502 that mayserve as an index into the table shown. The illustrative embodimentfurther includes ad placement 1504, topic title 1506, stem 1508, andkeyword 1510 that relate to an ad word used by an advertiser.Advertising link page 1512 and advertiser information 1514 may providefurther information regarding the source of the ad word and contactinformation for the advertiser. The illustrative embodiment includessuch classifications to help organize the gathered information in theadvertising database. For example, the first entry indicates that inresponse to a search query having stem “camera”, an advertisementrelating to topic title “digital cameras” and using keyword (or ad word)“cameras” was provided in the search results. The advertisement linkedto a landing page on Amazon.com and was paid for by Amazon.com, Inc. ofSeattle, Wash.

In some embodiments, orthogonal corpus indexing (OCI) is employed in asystem for generating content for web pages, advertisements, and/orother suitable Internet documents. The system may generate content for aweb page to improve its page rank in a search engine. Building web pageswith a higher position (closer to the top of a search result page) issometimes referred to as SEO (Search Engine Optimization). OCI may beused to determine content from a content database that when added to aweb page improves the rank of that page in a search engine. In someembodiments, the system may generate content to form a new web page.Similarly, OCI may be used to determine content for an advertisement toimprove its ad rank in a search engine. Analogous to page rank, ad rankdetermines the relative position of an advertisement in advertisinglistings displayed by a search engine. In some embodiments, the systemmay generate content to form a new web page. In some embodiments, OCImay be used to generate keywords to query a search engine for relatedweb pages. The system may extract content from web pages found inresponse to the search query and add the content to a web page or anadvertisement. In some embodiments, the keywords may be provided to anatural language text generator that can synthesize new text to add tothe web page or advertisement.

FIG. 16 depicts block diagram 1600 for a system that generates contentto create a web page or an advertisement or to add to an existing webpage or advertisement. The following description is provided primarilywith reference to content for a web page, but may be consideredapplicable to content for an advertisement or any other suitableInternet document. The system includes a content database 1612 incommunication with a processor 1604. Processor 1604 processes contentdatabase 1612 using orthogonal corpus indexing (OCI) to derive keywordsrelating to content in the database. Processor 1604 receives seed input1602 and processes the seed input to determine one or more keywords 1606relating to the content. In some embodiments, seed input 1602 includes aweb page. For example, the web page may be for an organization thatsells CDMA mobile phones, and processor 1604 may determine keywords suchas “cellular” and “CDMA” relating to the content of the web page. Insome embodiments, seed input 1602 includes a seed topic, such as digitalcameras, that may be processed by processor 1604 to determine keywords1606. In some embodiments, seed input 1602 includes both a web page anda seed topic and determines keywords 1606 based on one or both. In someembodiments, seed input 1602 includes an advertisement and/or a seedtopic, and determines keywords 1606 based on one or both. Processor 1604queries content database 1612 for content based on keywords 1606.Content database 1612 may output certain content which may be added toweb page 1602 or be used to form an entirely new web page. For example,content database 1612 may output text including advantages of CMDAtechnology over GSM technology, which may be added to web page 1602since its content relates to CMDA mobile phones. Addition of suchrelevant and/or unique content may enhance the web page and help improvethe page rank of web page 1602. Similarly, when the system is applied togenerate content for an advertisement, addition of such content mayimprove the number of clicks and ad rank within a search engine for theadvertisement. In some embodiments, the generated content may be used toform a new web page or a new advertisement, different from the web pageor advertisement received in seed input 1602. Further details on methodsrelating to adding content to web pages and advertisements are providedwith reference to FIG. 17 below.

In some embodiments, in addition to querying content database 1612,processor 1604 queries search engine 1610 with keywords 1606 todetermine content. Search engine 1610 may provide related web pages inresponse to a search query having one or more of keywords 1606.Processor 1604 may extract content from one or more related web pagesand add the content to web page 1602. In some embodiments, processor1604 queries natural language text generator 1608 using keywords 1606 torequest synthesis of new text to add to web page 1602. In someembodiments, processor 1604 determines categories of keywords 1606selected from the group of a noun, a verb, a place, a person, and another part of speech, and queries natural language text generator 1608using keywords 1606 and their respective categories. Natural languagegeneration is directed to synthesis of new text having natural languagein the form of sentences and paragraphs. For example, weather forecastperiodically provided by The Weather Channel® is synthesized by anatural language generator from raw weather sensor data. Naturallanguage generators greatly benefit from a context to restrict theirscope, which is readily provided by keywords 1606. This reduces thescope of processing, making natural language generation a tractable taskand likely to produce meaningful and relevant output. Natural languagegenerator 1608 may include a commercially available natural languagegenerator, e.g., KPML natural language generator developed by Universityof Bremen, Germany. Further examples and details on natural languagegenerators may be found in Building natural language generation systems,Cambridge University Press (2000), the teachings of which book areherein incorporated by reference in their entirety. In some embodiments,the generated content may be used to form a new web page or a newadvertisement, different from the web page or advertisement received inseed input 1602.

FIG. 17 depicts flow diagram 1700 for a method of generating content tocreate a web page or an advertisement or to add to an existing web pageor advertisement, according to an illustrative embodiment. At step 1702,a processor (e.g., processor 1604 in FIG. 16) identifies a contentdatabase for processing using OCI. The reference database may includeencyclopedias, text and reference books, periodicals, web sites, andother suitable sources. At step 1704, the processor processes thecontent database using orthogonal corpus indexing (OCI) to derivekeywords relating to content in the database. At step 1706, theprocessor receives a seed input. The seed input may include one or moreof a web page, an advertisement, an ad word, and a seed topic. In someembodiments, the seed input may include a web page that needs to improveits page rank. In some embodiments, the seed input may include anadvertisement that needs to improve its ad rank. At step 1708, theprocessor analyzes the seed input to determine one or more keywordsrelating to the content, e.g., the processor may analyze a seed inputincluding a web page that sells CDMA mobile phones to determine keywords“cellular” and “CDMA” relating to the web page. In another example, theprocessor may analyze a seed input including ad word “digital camera” todetermine keywords “photography” and “megapixels” relating to the adword. At steps 1710, 1712/1714, and 1716, the processor attempts toretrieve content from various sources based on the keywords. Forexample, at step 1710, the processor queries the content database forcontent based on the keywords, such as “cellular” and “CDMA”. At step1712, the processor queries a search engine with the keywords. At step1714, the processor extracts content from related web pages provided inresponse to the search query having the keywords. At step 1716, theprocessor queries a natural language text generator using the keywordsto request synthesis of new text. At step 1718, the processor receivescontent from the content database, the search engine, and the naturallanguage generator, and selects which content is desired. In someembodiments, the selected content may be added to a web page andaddition of such relevant and/or unique content may help improve thepage rank of the web page. In some embodiments, the selected content maybe added to an advertisement and addition of the content may helpimprove the ad rank of the advertisement in a search engine as well asnumber of clicks to the advertisement from users of the search engine.In some embodiments, an entirely new web page and/or advertisement maybe created using the selected content.

Those skilled in the art will know or be able to ascertain using no morethan routine experimentation, many equivalents to the embodiments andpractices described herein. For example, the systems and methodsdescribed herein may be employed for providing encyclopedia (i.e.,corpus) extender. An encyclopedia (as an archetype example of anorthogonal corpus) may be automatically extended by application of thesystems and methods described above, to include links into the WorldWide Web, or other database, via searching or meta-searching over theWeb. The breadth and depth of the corpus enables a high quality, highcoverage database of web links, with the web links organized accordingto the location in the topic hierarchy whose text was used to generatethem. Such links may provide geographical maps, histories of topics ofinterest, access to theses and other types of information. Otherapplications include web book companions wherein the system processes abook, including a fictional work, a non-fictional work, or a referencebook, through this system will allow automated construction of topicalweb sites as Web Companions to individual books. For example, a booksuch as The Hunt for Red October may be processed by the systemsdescribed herein to create links into the Web to documents associatedwith concepts from the book, such as links to the Navy Submarinedivision, links to topographic maps of the ocean floor, links to RussianNaval History, and other similar links.

A search engine extension may be provided by accessing the database 108through the API. Thus a user may do a search on a web search engine,they may want to refine their search or get a second search opinion.Given a broad topic database such as that created in the EncyclopediaExtender application described above, refinement of a user's intendedtopic is enabled—through keyword-based narrowing, web link browsing, anddisplay of proximal or correlated topics in the corpus topic hierarchy.For e-commerce, the systems described herein book/articlebrowser/seller. Browsing over the topic hierarchy may provide indexesinto books or articles for sale.

Additional applications can include a user interface. The user interfaceallows users to view Web links through the topic hierarchies defined bythe corpus. The topic hierarchy on the left lists the topics as per thecorpus. The user may select keywords from the corpus outline, or fromprovided sample text inside the corpus documents, to better focus andscore the topic. Users may augment the search terms or keywords withtheir own keywords or selected synonyms to more specifically tailor aconcept to a need. Searching across the corpus or across the referencedlinks may include synonyms, stemming, frequency, proximity, stop words,hyponyms, and synonyms.

Additionally, authoring toolkits may be provided that allow publishers,editors, and authors to create corpus extensions and associatedapplications. For example, the systems and methods described herein maybe employed to create development kits that publishers may use to indexa book and create a web site that acts as the book companion describedabove.

It may be noted that human oversight or auditing of the document scoringand database may be done in order to augment the purely automateddocument selection. This may be done on a sampling basis for qualitycontrol. Different levels of sensitivity to content or product pricepoints may be implied by different levels of human quality control.Moreover, it will be noted that the system described above has been doneso with reference to documents stored on the Web. However, it will beunderstood by those of ordinary skill in the art, that the Web is beingused here as a metaphor for any electronic document archive, and thesystems and methods described herein are not limited to the Web.

Variations, modifications, and other implementations of what isdescribed may be employed without departing from the spirit and scope ofthe disclosure. More specifically, any of the method and system featuresdescribed above or incorporated by reference may be combined with anyother suitable method, system, or device feature disclosed herein orincorporated by reference, and is within the scope of the contemplatedsystems and methods described herein. The systems and methods may beembodied in other specific forms without departing from the spirit oressential characteristics thereof. The foregoing embodiments aretherefore to be considered in all respects illustrative, rather thanlimiting of the systems and methods described herein. The teachings ofall references cited herein are hereby incorporated by reference intheir entirety.

Accordingly, it will be understood that the systems and methodsdescribed herein are not to be limited to the embodiments disclosedherein, that other applications, such as information mining may bepracticed with the systems and methods described herein, and that thesystems and methods described herein are to be understood by thefollowing claims which are to be interpreted as broadly as allowed underthe law.

The invention claimed is:
 1. A computerized method for insertinginformation into an advertising database, comprising processing, by aprocessor, an information database using orthogonal corpus indexing anda seed topic to derive a plurality of keywords, wherein the informationdatabase includes a first plurality of documents associated with theseed topic and a second plurality of documents associated with othertopics, wherein the orthogonal corpus indexing processes the informationdatabase to derive the plurality of keywords, and wherein the pluralityof keywords distinguishes the first plurality of documents from thesecond plurality of documents; sending, from the processor, a firstquery to a search engine, wherein the first query includes a firstkeyword from the plurality of keywords; processing, by the processor, afirst results page to determine content relating to a classificationselected from a group of classifications, the group of classificationsincluding an advertiser, an advertisement, an ad word, and anadvertising link page, the first results page being provided by thesearch engine in response to the first query having the first keyword;and inserting, by the processor, the determined content in theadvertising database based on the classification of the determinedcontent.
 2. The method of claim 1, comprising receiving a web pagehaving at least one of an advertisement, an ad word, a public filing,and a product description relating to an advertiser; processing, by theprocessor, the received web page to determine content and respectiveclassification; and inserting the determined content with respectiveclassification in the advertising database.
 3. The method of claim 1,wherein the information database includes at least one of anencyclopedia, a text book, a reference book, a periodical, and a website.
 4. The method of claim 1, wherein the seed topic is received froma user.
 5. The method of claim 1, wherein the seed topic is generatedautomatically.
 6. The method of claim 1, wherein inserting thedetermined content with respective classification into the advertisingdatabase comprises: determining that the advertising database does notyet exist; and creating the advertising database based on the determinedcontent.
 7. The method of claim 1, comprising sending one or moreadditional queries to the search engine based on the plurality ofkeywords.
 8. The method of claim 7, wherein the one or more additionalqueries include a keyword other than the first keyword.
 9. The method ofclaim 7, comprising processing one or more additional results pagesprovided by the search engine in response to the one or more additionalqueries to determine additional content relating to a classificationselected from the group of classifications; and updating the advertisingdatabase with the additional content based on the classification of theadditional content.
 10. The method of claim 9, wherein an additionalquery is sent according to one of an hourly interval, a daily interval,and a user selected time interval.
 11. A system for creating anadvertising database comprising: a processor configured to: receiveinformation from an information database and process the informationusing orthogonal corpus indexing and a seed topic to derive a pluralityof keywords, wherein the information database includes a first pluralityof documents associated with the seed topic and a second plurality ofdocuments associated with other topics, wherein the orthogonal corpusindexing processes the information database to derive the plurality ofkeywords, and wherein the plurality of keywords distinguishes the firstplurality of documents from the second plurality of documents; send afirst query to a search engine, wherein the first query includes a firstkeyword from the plurality of keywords; receive a first results page andprocess the first results page to determine content relating to aclassification selected from a group of classifications, the groupincluding an advertiser, an advertisement, an ad word, and anadvertising link page, the first results page being received from thesearch engine in response to the first query having the first keyword;and insert the determined content in the advertising database based onthe classification of the determined content.
 12. The system of claim11, wherein the processor is further configured to: receive a web pagehaving at least one of an advertisement, an ad word, a public filing,and a product description relating to an advertiser; process thereceived web page to determine content and respective classification;and insert the determined content with respective classification in theadvertising database.
 13. The system of claim 11, wherein theinformation database includes at least one of an encyclopedia, a textbook, a reference book, a periodical, and a web site.
 14. The system ofclaim 11, wherein the seed topic is received from a user.
 15. The systemof claim 11, wherein the seed topic is generated automatically.
 16. Thesystem of claim 11, wherein the processor is further configured todetermine that the advertising database does not yet exist; and createthe advertising database based on the determined content.
 17. The systemof claim 11, wherein the processor is further configured to send one ormore additional queries to the search engine based on the plurality ofkeywords.
 18. The system of claim 17, wherein the one or more additionalqueries include a keyword other than the first keyword.
 19. The systemof claim 17, wherein the processor is further configured to process oneor more additional results pages provided by the search engine inresponse to the one or more additional queries to determine additionalcontent relating to a classification selected from the group ofclassifications; and update the advertising database with the additionalcontent based on the classification of the additional content.
 20. Thesystem of claim 19, wherein an additional query is sent according to oneof an hourly interval, a daily interval, and a user selected timeinterval.